iWorld
Mirchi 98.3 launches all-new afternoon show – Seedhi Jalebiyan
Mumbai: Mirchi, India’s city-centric music and entertainment company has announced the launch of its latest afternoon radio show, ‘Seedhi Jalebiyan’ in Mumbai. Hosted by the dynamic duo of Mirchi RJ Dnyaneshwari and Mirchi RJ Megha, the show is all set to air every day from 12 to 5 pm on 98.3 Mirchi. It is conceptualized to cater to male audiences and provide them with unique takes on subjects such as men’s grooming, relationships, and more. With expert guidance at its core, Seedhi Jalebiyan is a dedicated space where men can engage in a fun banter, gain fresh perspectives and valuable insights.
Mirchi collaborated with the Nutan Mumbai Tiffin Boxes Suppliers Charity Trust and Mumbai Tiffin Boxes Suppliers Association, known as Mumbai ke Dabbewalas. The collaboration was aimed at stirring intrigue and excitement among listeners by curating and distributing customized boxes of straight-shaped jalebis across Mumbai. In a playful twist, listeners were tipped off to keep a watchful eye on their dabbas, ensuring that they were in for an unexpected treat.
As a lead-up to the show’s launch, A-lister celebrities including Vicky Kaushal, Emraan Hashmi, Fatima Sana Sheikh, Aamir Ali, and Sharad Kelkar lent their voice to endorse the show on 98.3 Mirchi. Announcing the launch of the show, Mirchi hosted an exclusive soirée inviting select influencers including Suvrat Joshi, Zeeshan Khan, and Kashish Punder among others wherein listeners got the opportunity to interact with their favourite Mirchi RJs and content creators.
The show promises to fuel Mirchi listeners’ afternoons with entertainment. The unique take on the show’s tagline, ‘Women Not Allowed’ alongside two female RJs as co-hosts is sure to pique the audience’s interest. Hosts Mirchi RJ Dnyaneshwari and Mirchi RJ Megha will cover a range of thought-provoking subjects about & around men only – such as decoding bro-code and delving into the complexities of the relationships between men and women. That’s not all! Mirchi has also brought on-board an intimacy expert for a special segment in the show, Dr. Tanaya also known as Dr_Cuterus, who will share her expert take on listeners’ queries. Moreover, listeners can tune into the show to get expert advice on all things fitness and finance.
Commenting on the show, Mirchi national content director, ENIL Vishaal Sethia said, “We are thrilled to launch our latest afternoon show in Mumbai – Seedhi Jalebiyan. The tagline ‘Women Not Allowed’ is a conscious approach to target men and garner the attention of women listeners at the same time. Through this show, Mirchi aims to capture our listeners’ interest with a range of interesting and relatable content on-air. The show adds to our afternoon radio content offering and offers a unique blend of entertainment and insightful discussions that cater to men. We look forward to our listeners’ response to the show.”
Tune into Mirchi 98.3 and catch Seedhi Jalebiyan show live every Monday to Saturday from 12 pm to 5 pm.
iWorld
Tata Play Binge adds Pocket Films to micro drama platform Shots
Over 210 micro dramas and 220 hours of content strengthen short form play
MUMBAI: Short stories are getting shorter and sharper. Tata Play Binge is doubling down on snackable storytelling, adding Pocket Films to its micro-drama hub Shots as it looks to capture India’s fast-growing appetite for quick-consumption content. The move expands Shots into a deeper, more diverse catalogue, now featuring over 210 micro-dramas and 220 hours of short-format programming across genres such as action, drama and thriller. The content spans Hindi and key regional languages, reflecting the increasingly local yet mobile-first nature of viewing habits.
Pocket Films brings with it a library of emotionally driven, culturally rooted narratives, including micro-dramas like Chaturanga, Vidushi, Maasa, Silent Cycle and Pilibhit, alongside short films such as Lock-up, Dubki and The Disguise. The addition builds on existing partnerships with Bullet and Stage, strengthening Shots as a one-stop destination for bite-sized storytelling.
Designed for vertical viewing, the platform leans into scroll-friendly interfaces, auto-play sequencing and seamless discovery mirroring the habits of always-on, digital-first audiences. The content remains ad-supported and is available within the Tata Play Binge app at no additional cost.
The integration also sits within a broader aggregation strategy. Tata Play Binge currently offers access to 30 plus OTT services including Prime Video, JioHotstar, Zee5 and Apple TV+ through a single subscription and interface, aiming to simplify fragmented streaming consumption.
As platforms race to keep up with shrinking attention spans, Tata Play Binge’s bet is straightforward: when stories get shorter, the catalogue needs to get bigger and faster.
